It is 50 years since the original Holden Monaro was released. As a young teenager I remember going to one of our town’s Holden dealers on a weekday evening just after their allocations of Monaros had arrived. The showroom was crowded with people. Salesmen, and they were all men back then, strutted around with obvious pride. “I can’t believe this is a Holden,” was a commonly heard statement as people wandered among the cars in the showroom. What potential buyers saw was not really a car, but the promise of a lifestyle and personal statement that very few Australians had ever dreamed was within their financial reach. Not any more. Right in front of them was a roomy, drop-dead stylish two door hardtop coupe which had all the glamour and sex appeal of an imported Pontiac GTO, E-Type Jaguar or Chevrolet Camaro at one quarter of the price. Or $35 more than a Cortina GT. Or $200 more than a Kingswood sedan. The TV advertisement rammed the message home that “life was suddenly very Monaro”. The advertisement depicted the car in three scenes which highlighted its intended target market: a young family in a basic model (with a close up of children easily exiting the back seat, because it demonstrated that the Monaro could be a family car, too), an affluent-looking well dressed woman out shopping in a six cylinder w was omise nal ew amed reach. 7